Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).As you guys can likely tell I'm trying to flush out some metric or insight into the value of sponsorsing athletes. My employer does that, and it is the topic of debate in marketing meetings. One thing I'm growing increasingly adverse to is any response that starts with phrases like, "Well... you can't really measure the response..." I'd like to do one of the following: 1. Find out a way to measure the response to sponsored athletes, and do it. I have a notion that NASCAR, sponsorship of Michael Phelps, etc.- very high level sponsorships do have some quantifiable element to them. I'd like to impliment that. 2. Gather insights on what works: What do consumers want? What drives a buying decision? Do athlete sponsorships contribute to a buying decision? 3. If athlete sponsorships do work, what about them drives a consumer to the cash register? And, the $64 dollar question: How do we tailor that control to provide a better, more exciting, more enjoyable buying experience. Big questions. There is a ton of literature on this and a few dissenting opinions. Not too much consensus. Hmmmph. Emotionally I think everyone wants to say, "Well... you can't meaure that", "It's good will", etc. Pragmatically I think the bar needs to sit higher. |